Advertiser: GENERAL MILLS
Agency: SAATCHI & SAATCHI
Category: Best Use of Guerilla Marketing in a Promotional Campaign
Creative Director: Alex Lea (Saatchi/Saatchi)
Chief Creative Officer: Conway Williamson (Saatchi/Saatchi)
Creative Director: Justin Ebert (Saatchi/Saatchi)
Relevancy
We never publicized the promo and had no expectations in the process. We just did something for a fan and in the end, gained a whole lot out of it.
Outcome
Jeremy Lin hung the jersey on his wall at home and posted it on Facebook. The post resulted in almost 100,000 "likes" and 1,992 shares overnight. Media coverage included USA Today.com, Bizjournals.com, Buzzfeed.com, Sports-kings.com, Gothamist.com and MSN.com. Not bad considering we weren't hoping for anything more than a mere "thank you".
Client Brief Or Objective
When basketball player Jeremy Lin tweeted that he loved Betty Crocker Fruitsnacks, we wanted to give him a token of our appreciation. So we made a personalized basketball jersey handcrafted from Fruitsnacks.
Implementation
We made a personalized basketball jersey handcrafted from Fruitsnacks and delivered it to Jeremy Lin's door.